search query: @author Zaltman, G. / total: 11
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| Author: | Zaltman, G. Coulter, R. |
| Title: | Seeing the voice of the consumer: metaphor-based advertising research |
| Journal: | Journal of Advertising Research
1995 : JUL/AUG, VOL. 35:4, p. 35-51 |
| Index terms: | CONSUMERS ADVERTISING RESEARCH |
| Language: | eng |
| Abstract: | Although improvements in traditional quantitative and qualitative research techniques have enhanced our ability to collect timely, valid, and reliable data , and to analyze these data with greater insights, advertising practitioners continue to search for and experiment with alternative methodologies. The authors offer seven basic premises for improving advertising research and copy development and then introduce the Zaltman Metaphor Elicitation Technique, ZMET. |
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